This report concerns the research I have carried out during the past two weeks into methods which we could use to attract new customers. I have attempted to list all the methods we considered and to summarise their benefits and disadvantages. 
Newspapers
Newspaper advertising is quite cheap but is seen by very many people who won't have internet access. I don't think that we should reject it but we need to consider carefully how we choose the newspaper; I have found that some of the papers are prepared to say how many of their readers have internet access and I think we should only use those papers who can give us this information. We might also consider advertising in the music review sections.
Direct Mail
Direct mail can be targeted quite closely; I have found that some internet service providers will allow us to include a leaflet with their malings to customers for a very reasonable charge and I definitely think that we should use this. All of the people who get the letter will definitely be able to reach our web site.
Leaflet Drops
Handing out leaflets is a very cheap form of advertising. If we could make sure that the leaflets were handed out either near computer shops or music shops then we should get the leaflets to some people who could benefit from them but we run the risk of upsetting the music store owners. If people are given leaflets which they don't want then this could reflect badly on us, especially if the leaflets are dropped because then we seem to be causing litter
TV and Radio
TV advertising is very expensive but if we can make sure that the adverts are shown during programmes which would appeal to music lovers or computer users then they might be useful. Ideally we need to get our name mentioned during a programme but it's quite hard to persuade presenters to do this; they get sent press releases by a lot of other companies and we have got to do something which will make us stand out. If we had a special promotion then that might get a mention. Radio advertising is much cheaper and we could advertise on a music station. We could also sponsor a competition (giving CDs as prizes) and this could get our name and web site address mentioned freqently.
Web Adverts
Advertising on a web search engine probably gives the most immediate response; anyone who sees our advert can immediately click on it and be taken to our web site. We can also pay to have our advert appear if someone searches for "music CD" or something similar. It's also possible to have our banner on a whole range of other sites and we will then only pay the site owner if someone clicks on our advert. In this way we can have a lot of advertising which only has to be paid for if it has an effect and this is probably the best way of doing it.
I also considered some other ways of publicising our compny; we could try and get posters displayed at clubs, for example, because people going there are obviously interested in music. Another possibility might be to have adverts at sports grounds because many people who go there will be young and interested in music as well as sport and are more likely to have access to the internet. I think that neither of these is likely to bring good returns; the people have got other things in their minds at these events and would probably not remember seeing our adverts.
In conclusion, I would recommend the following:
We should try to get internet advertising first
There should be a limited newspaper campaign, preferably in closely targeted papers
There should be some radio advertising or sponsorship
Adverts tried with a test group